The art market has a new generation of collectors to watch, and they’re apparently spending.
The 2026 Art Basel and UBS Survey of Global Collecting, conducted by Arts Economics founder Dr. Clare McAndrew, surveyed 3,100 high-net-worth collectors across ten major markets, including the US, UK, China, Hong Kong, France, Germany, Japan, Brazil, Australia, and Singapore. The results point to a collecting landscape that is becoming younger, more research-driven, more digital—and, interestingly, more private.
The biggest surprise is Gen Z. According to the survey, younger collectors reported spending more than twice as much as any other generation surveyed. They also research more before buying, show interest across a wider range of categories, and seem less interested in publicly announcing what they own.
That last part is worth noting. The old image of the collector as someone who wants their name attached to everything may be changing. Sixty-four percent of collectors surveyed said they preferred to keep their art ownership within their household or a closed circle. Only 10% wanted broad recognition as collectors.
Even museum loans are being handled quietly. Among collectors who lend works to museums, 30% preferred complete anonymity and another 47% wanted only discreet acknowledgment. Just 17% wanted full public credit.
In other words, owning art is increasingly becoming something people don’t necessarily want to advertise.
Collectors are also doing more homework themselves. Nearly three-quarters—72%—said they conduct moderate or significant independent research before purchasing, up from 62% in 2025. That makes sense in a market where information is everywhere and buying a work can involve considerably more than simply trusting a dealer or advisor.
And then there is AI.
Digital resources are becoming a much bigger part of the collecting process. Fifty-eight percent of collectors said they use digital resources for collecting advice and recommendations. Twenty-two percent now use apps or AI tools, compared with just 4% in 2024. Instagram and X/Twitter were cited by 32%.
That is a pretty dramatic shift in only two years. AI is no longer just something people use to write emails or make strange pictures. Collectors are beginning to use it as part of the process of figuring out what to buy.
The survey also reveals a few other interesting details. Women attended roughly 20% more art events than men in both 2025 and 2026—about eight additional events on average. Despite the uncertainty surrounding the market, collectors remain relatively optimistic. Fifty-seven percent expect the fine art market to grow through the remainder of 2026, 58% expect growth over the next 12 months, and 60% remain positive about the market over the next decade.
What I find most interesting is the combination of these numbers. The next generation of collectors may be spending more, but they don’t necessarily seem interested in behaving like traditional collectors. They research for themselves, use technology to navigate the market, buy across categories, and keep much of what they own private.
The art market is still built around galleries, fairs, advisors, auctions, and institutions. But the way people enter that system—and who they trust once they’re inside it—is clearly changing.